Al Dhafrah | A Dubai Car Rental Brand Rebuilt From the Market Up

A clear place in a crowded market

Dubai has no shortage of car rental companies, and many of them look and sound alike. So the work began with the market, the customers and the competitors, to find where Al Dhafrah could stand apart, and its new positioning was built on that.

A logo redrawn with motion

The logo was redesigned around a red curve that forms the D, like the line of a car in motion. The construction drawing fixes its curves and proportions, so it holds together from a key fob to a storefront.

From pencil sketches to the final mark, then a full identity: red, charcoal and white, a clear typeface, and imagery that puts the cars and the city first.

A profile that shows the fleet

The company profile carries the identity onto paper: the red curve frames each page, and the fleet is laid out clearly so the reader sees what is on offer at a glance.

The cover and the stationery follow the same line: business cards, letterhead, envelopes and a folder in red, charcoal and white.

Booking in a few steps

The website started with research and planning: the sitemap and the content, then UX and UI design, development and SEO. The booking form sits at the top of the page, and the fleet follows in clear cards.

One look at every stop

The identity carries from the phone screen to the street and the branch: the mobile booking page, a bus shelter poster, the reception wall, and the small things a customer holds, like the leather key fob.

On the road, the red curve sweeps across billboards and building fronts, with the fleet set against the Dubai skyline.

Inside, the showroom and the exhibition booth use the same charcoal panels, red light lines and white signage.

The team wears the brand too: a charcoal polo with red trim for the front desk, and a high-visibility vest for the lot.